How can behavioural economics improve policies affecting consumers? Brussels, 28 th November 2008 V. Scailteur Procter & Gamble – Government Relations.

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Presentation transcript:

How can behavioural economics improve policies affecting consumers? Brussels, 28 th November 2008 V. Scailteur Procter & Gamble – Government Relations Europe

The Consumer is Boss! Understanding consumer needs- desires-aspirations R&D /innovation

Building trusted brands Over 300 brands in over 180 countries Present in every market in Europe

Influencing consumer behaviour? A sustainability example

Consumer segmentation studies ….will buy environmental products only if the products first meet key consumer needs such as quality, performance, convenience and price. Sources: NMI, ROPER, MORI, IGD (WBCSD - Case Study 2008)

Consumers highlight: 1. Packaging 2. Chemicals 3. Product Use

R&D : Detergent as effective at lower temperature AND Communication/ education (advertising campaigns, Energy Government bodies, NGOs…)

Communication Brilliant Cleaning at low temperature … AND Energy Savings …

30° and lower Ariel users 28 % 2007 (market) 17% 20023% People are turning to 30° Source: IPSOS Habit & Practices Study 2002 & 2007 A building business opportunity!

Find a way for consumers to have performance, value, AND sustainability – not Either…or To gain consumer engagement Real societal benefit Communicated clearly/understood AND No trade offs To appeal to the mainstream sustainability consumer

Value… Consumer expectation for the best solution at the best price….